yes. but some probably takes longer and is more complex than we think and i do not think we should assume that that would be enjoyable to consumers. i do think you see consumers backlash with in being too intimately tracked. i am being too stopped beeping in the presidential election of 2012, i began to feel creepy, the degree to which political candidates were hunting my every move. you know, at some point, you have your friends telling you to like something, and you like. at some point, you cross a dark chasm in which you feel a discomfort, the degree to which you are being watched and track. i think that is what the privacy debate is about keeping it is not just privacy. it is where is the balance, the creepy factor.